Our Members are Self-Centered

Smooth The Path

Our members are self-centered. Our members have… no time. Only organizations that solve our member’s problems, speak their language, and understand them will get their time and attention. Associations can no longer make it by marketing benefits.The only way to get their attention and to keep them engaged is by marketing and then delivering solutions and experiences. Can you stand in your member’s shoes and do this?

Our Member’s Decisions Are Not What They Seem To Be

Smooth The Path

Do you ever find yourself wondering why members make the decisions they make? Why join, but then not engage? Sometimes member’s decisions seem so irrational. Why are our members so irrational? At that moment, in their shoes, knowing what they know, having the experiences they have had, in the environment, our members are in, they are making the most rational decision possible. Related: When we create a vacuum of information, our members make up stories.

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Is it Day 1 or Day 2 for Associations?

Smooth The Path

True customer (member) obsession and high-velocity decision making are the most critical but also the most difficult for associations. Think about your members. Think about your best members. Not board members but regular members who are highly engaged. We can develop offerings members love. We can attract high-quality members with our improved marketing. Related: How to exponentially improve member engagement at any association.

Developing My Dream Association

Smooth The Path

If I were to build an association, I would pull the most significant insights from all of the research I have conducted. One of the core staff values would be to be intensely member-focused. We would talk with members often, conduct listening tours, and interview them. We would use all the member insights we gain to develop our member communications, set our strategy, and create an innovation plan. Related: The new member engagement rule of three.

Case Study: In-depth Member Interviews Feed Association’s Strategic Plan

Smooth The Path

What else should the association do to support members during these extremely challenging times? In preparation for other strategic planning processes the association conducted quantitative member surveys but found the results were not all that actionable because there continued to be so many unanswered questions. Based on this input we outlined two goals for the research project: Understand member’s current challenges. Listening to members.

Association Brain Food Weekly: 3.22.19

Reid All About it

Your new member onboarding shouldn’t just be show and tell , says Billhighway. They suggest working with your chapters on an onboarding plan that helps you learn about new members’ needs, introduce them to the chapter and association, and guide them onto the most relevant membership path. Tue 3/26 at 8:30 a.m.* – Improving Member Engagement (Coffee Talk – Alexandria VA). Your focus is on your members and it can be challenging to compete for their time.